The tragic deaths of two young men in the past week have shown the toxic outcome when our drinking culture and social media collide.

It’s believed Ross Cummins died after taking part in Neknomination in which you neck a pint of alcohol and have to post the proof online.

Ross Cummins

Less than 24 hours later, Jonny Byrne knocked back a lethal cocktail of spirits and then jumped into a raging river in a bid to impress online “friends” who would be viewing his Neknomination.

The 19-year-old couldn’t swim and his brother Patrick watched in horror as his younger sibling was swept away.

Patrick nearly drowned himself trying to save Jonny – a promising hurler with Naomh Brid Hurling Club in Carlow and student at Carlow IT.

In a heartbreaking interview Patrick pleaded with young people to stop “stupid” Nekonominations before more die.

He also revealed one of Jonny’s pals refused to do his dare last week and was branded a coward.

Neknomination is not unique to Ireland. The craze started in Australia and went round the world.

The deaths however do appear to be unique to Ireland.

As is often the case with alcohol, we Irish like to push the boat out. The dare started off with pints of beer and lager. Here it was pints of whiskey or vodka or lethal mixtures of spirits.

The Irish often jokingly say when it comes to drinking, we’re world leaders. Nobody can drink us under the table.

But the real life consequences of our unhealthy relationship with alcohol are far-reaching and can have devastating results.

As Jonny’s heartbroken best pal Peter Shaw said: “It escalated and escalated until people were doing crazy stuff.

“But it’s after ruining him. Jonny is after ruining his family’s life.”

The bottom line is many of us still haven’t figured out how to have fun without alcohol.

Every major celebration, every milestone, every event big or small is marked by having a drink.

And I’m as guilty as the next person. I enjoy a drink and I go out most weekends and have quite a few.

The underlying problem here is our culture of binge drinking but the extreme displays of it required by Nekonomination make it simply lethal. You have to believe young people wouldn’t feel such pressure if they weren’t being named and shamed into “playing” on Facebook.

At the minute the social media site won’t take down the pages set up to encourage the nominations or the videos providing proof the dare was carried out.

As I write, hundreds of people are still uploading videos of their Neknomination and choosing other pals to do the same within 24 hours.

Facebook said it won’t take the pages down because nobody is being “harmed” in these videos.

Say that to the parents of Ross Cummins and Jonny Byrne who have lost their young boys to this ridiculous prank.

Facebook must have a wide definition of the meaning “harm”.

At the same time, it’s far too simplistic to blame the website for promoting this crazy practice. Unfortunately the blame lies much closer to home.

Every weekend Irish people young and old go and get horribly drunk.

Some people do it every weekend and for others it’s less often. But it is seen as an acceptable and often necessary part of our culture – an essential part of our Irishness.

Until we understand the difference between enjoying a drink and getting blind drunk, there will sadly be many more tragic deaths from alcohol.

In response to the Neknomination craze, I like the approach taken by South African Brend Lindque.

When he found himself nominated by a friend he decided to change the rules and encourage people to carry out acts of kindness rather than getting drunk.

Armed with a sandwich, chocolate bar and a bottle of Coca-Cola, Brent filmed himself going out and giving a free lunch to a homeless man.

In a video uploaded to YouTube he said: “[Neknomination] originated from Australia and I’m going to show you how South Africans do it better.”

He nominates a pal to carry out another act of kindness within 24 hours.

There will be people who, despite the tragic deaths of Ross and Jonny, will continue to do Nekonomations.

So instead of trying to ban it why not change the rules?

Brent showed how South Africans do it, now let’s show the world we can also do better when it comes to our boozing.

Facing the axe: Seanad chamber

We saved our Senators from extinction last year and look how they repay us.

Members of the Upper House have decided to sit for just two days this week with one of their own, Senator John Whelan, slamming their “slack” work schedule.

And Senator Whelan knew just who to point the finger of blame at this week – his less than hard-working colleagues in the Dail.

He said: “The Seanad cannot put in place even three sitting days as normal this week as there is no legislation forthcoming from the Dail or any ministers available to take debates.”

It certainly doesn’t sound like the radical reforms we were promised by the Senators who pleaded with voters to save them last autumn.

It seems once safely ensconced back at Leinster House, the only radical thing Senators are doing is giving themselves more time off.

Baby's arrival announced on Dreft's Twitter account

Kevin Jonas, of the Jonas Brothers fame, remember him?

The fact you’re struggling to probably provides the explanation for his bizarre decision to live tweet and introduce his new baby to the world as part of a tacky sponsorship deal.

Fans could follow his wife Danielle’s progress in labour through the Twitter account of laundry detergent firm Dreft.

Dreft had the honour of revealing the name and the first picture of proud mum and baby.

The washing powder giant shared the picture on its Twitter account with the caption: “On this day, a little star was born. Meet Alena Rose Jonas #babyJonas.”

Is there nothing sacred left in this world?

So it looks like little Alena Rose had her first endorsement before she even took a breath in this world.

Don’t know about you but the Jonas’ sponsorship deal with the laundry firm stinks to me.

Doubts have been raised about real-life Castaway Jose Salvador Alvarenga’s story that he survived 13 months at sea by eating turtles.

Officials in the Pacific island where he washed up are suspicious because Jose Salvador Alverenga looks much better fed than expected.

Locals questioned his story pointing out he seems healthier than other castaways have been.

When Jose reached land he reportedly said he wanted to speak to his wife but could not remember the name of the village where she lived or her phone number.

He added: “I cannot remember much about my journey.

“It has all gone into one thought – the sea, the sea.”

Does it all sound slightly fishy to you?

Justin Bieber caught in the snow in NYC (Photo: Splash)

Justin Bieber reportedly spent last weekend hunting for somewhere to be baptised in New York City.

The New York Post reported: “Justin and his team spent time on Saturday searching for a place with a pool where they could conduct a baptism for him, a cleansing ritual, but they couldn’t find a place in time.”

As a seedy picture of the teen singer emerged biting a stripper’s breast and reports of a sleazy sex tape being shopped around, it’s no surprise that Justin felt the need for a cleanse.

If this alleged sex tape exists and is made public, the 19-year-old’s once squeaky-clean image will be well and truly obliterated.

He must be praying it never sees the light of day – you’ve got to have faith Justin.